UNDER THE PARASOL

October 9, 2018

POP-UP STORIES: Supporting a Sustainable Lifestyle

Organic food has been the city’s staple for years, but what about ethically sourced clothing? The average New Yorker never ranks their brain about the origin of their leather shoes or accessories, or where the cozy wool or linen they adore comes from, but now, Neha Rane, a fellow Big Apple resident is looking to change that. “I wanted to raise awareness,” says Rane, the Indian, born UK, educated businesswoman, and mastermind behind Solstreet. […]

October 1, 2018

POP-UP STORIES: The “American Dream”, alive and well?

Who still believes in the “American Dream”? A nice suburban home with a well kept front lawn, a happy couple with children, burgers and hotdogs barbecuing in the backyard, the sun is shining while the Andrew Sisters’ Mr. Sandman plays in the background, you know the story… Well, it’s not quite dead yet, as last week the artist Pia Sawhney revived the myth and created her […]

September 13, 2018

POP-UP STORIES: Art and Fashion on the Same Page

Every single morning, for the entire year 2016, Karen Fisher had a very particular routine. As she finished her breakfast, she would open a fashion magazine, amidst a collection of international Vogue, W, Elle, and National Geographic, and start turning the pages. After a first look, she would go back but this time tearing up […]

September 4, 2018

Pop Up Stories: Pop Ups & Pop Up Showrooms, A New Kind of Business Model for PR & Pop Up Marketing

A Pop up showroom, shop, and or installations represent new, exciting opportunities for brands looking to open a store or physical presence without the weight of a long-term lease. It’s not just brands who see pop ups as the future of retail: even independent artists may find that popping up a temporary exhibition is a […]

August 27, 2018

Pop-Up Stories: Mixing Business with Pleasure

What type of clothing says, “I’m relaxed” more than a Hawaiian shirt? The question is rhetorical. While some might argue that the Hawaiian shirt has yet to become accepted as formal attire outside of its birth island, the two founders of Tombolo return to Parasol Projects for their second pop-up shop on Elizabeth Street to […]

August 15, 2018

Pop-up Stories: Artist as Businesswoman

Forget the bohemian artist cliché, from today’s world of social media and self-entrepreneurship comes the artist as a businessman or in this case, businesswoman. For seven years Sue Tsai has practiced as a professional artist and as she opens her fifth successful pop-up exhibition, she’s proud of her freedom. “I’ve gone independent, so I have full control over the art and space” she states, “artists […]